It isn’t.
It just means that advertising and marketing specialists have had to step up their game to get around this ad-blocking technology and figure out new ways to help their clients get the attention they need.
Ad-Blocking Technology Is Not the End of Online Advertising
And yes, there are ways to get around it.
It doesn’t involve a treasure map or battle with an impressive show of sword play. Getting around ad-blocker technology requires more covert action.
Here are five ways we’ve found are helpful:
1. Take Advantage of Content Marketing
You know what’s cool about content marketing? It’s not a honey badger. It’s neither pushy, nor aggressive, nor in your face.
Even so, mild-tempered content marketing is basically the original ad-blocker killer. And it’s stronger than ever. Not because it has mad street skills. It’s just that the simple act of providing valuable, useful and targeted content is really effective toward building authority, generating leads and increasing engagement and awareness of your brand
See, the thing with content is that it is de facto advertising. You keep on creating and sharing interesting blog posts, infographics, videos, podcasts, and things of that ilk, and you’re essentially getting your product or service out there. And since it’s content, filters won’t filter and blockers won’t block. Yeah, haters may still hate, but there’s not much you can do about that.
But with interesting and worthwhile content that isn’t just fluff and filler, you’ll get known. You’ll be in the long game, without having to worry about how many clicks or conversions you get. Engage, connect and build relationships. That’s key. And soon enough, you’ll be advertising to your audience without their even realizing it.
That’s some stealthy, ninja type stuff.
2. Get Involved with Influencer Marketing
Remember the popular kids in school? Maybe you were one. (We forgive you.)
Social media influencers are like those popular kids. In some cases, at least. They might be high profile VIPs whose celebrity alone gives their opinions an other worldly - and often undeserved - magnitude. If Taylor Swift or Beyoncé starts wearing your bedazzled baseball hats, then her eight hundred million followers will want one too.
On the other hand, influencers an also be the folks who have attained a solid social media following because they’re hardcore experts on a subject. These are more like the unpopular kids in school who knew a little too much about meteorological anomalies or Dungeons and Dragons. But in the case of social media, admission of such knowledge gives them serious clout rather than merciless teasing on the bus or a wedgie.
So to narrow it down, an influencer is a personality or content creator with a decent-sized following on a given platform. Influencer marketing is a partnership with these influencers to review, promote, or link to your content, brand, and products. And once again, since it’s content, it’s immune to ad-blocking.
How does one find the ideal influencer?
First, decide on the platform you want to use. For example, if you’re an expert in trading commodities, you’ll have better luck with LinkedIn than you would with Snapchat. Once you’ve got your platform, find someone with a large following who’s popular with your target audience and/or active in your industry. Think micro influencers - 50,000 followers or fewer.
But look beyond just the number before you settle. You need
Once you’re cool with the potential influencer, start following them. Engage with their content and leave comments. Once you’ve established a presence, reach out to them either through email or a private direct message. Mention how a partnership would benefit both them and you.
3. Focus on User Experience
This one is pretty simple.
There’s a clear cause and effect component to why people block ads in the first place. And it has to do with the how the ad is received by the viewer.
Consumers are sick of intrusive advertising and being barraged with countless ads that lack substance. It’s overwhelming, irritating and rude.
Focus instead on optimizing the user experience on your website. Give viewers the option to skip video ads, hide irrelevant ads or give a thumbs down to content they don't like. Bearing down hard on advertising isn’t working for anyone. Especially advertisers.
And the advent of ad-blocker is clear proof of that.
4. Use Native Advertising
In the past, traditional online ads have sought to get attention in much the same way a child does. They jump, they wiggle, they bounce. They yell and have temper tantrums. In other words, they get noticed for being irritating.
And that’s their downfall. An attention-seeking child is exasperating. So are traditional ads. And because they ARE so easy to see, they’re easy to block and filter.
Enter native advertising.
The native ad is the subdued child who knows how to mimic adults, blend in and play it cool (regardless of the psychological repercussions that might show up later). It mimics the digital environment that it’s in rather than pitching a fit.
A native ad strives to NOT be an interruption to the user experience in any way. In fact, it’s trying to make you think it’s not an ad at all. The only way the viewer will know it’s an ad are the words “Sponsored” or “Promoted” that sit nearby.
When a viewer clicks a native ad, they’ll usually land on a page that looks and feels like a regular blog post or article. It’s interesting content that can easily be shared. Yet it still has a message.
Within that content, there are features of the product or service that’s being promoted. There’s often a call-to-action to sign up for a newsletter or report.
All without being obtrusive and bossy, and without the aforementioned psychological repercussions.
5. Find a Loophole
Finally, we turn to technology.
And yes, the technology does now exist that allows for bypassing ad-blocking extensions. For the most part, this technology serves ads in a way that limits an ad blocker’s effectiveness. It will render ads according to Better Ads Standards guidelines and then re-insert them.
As with all technology, this isn’t a total fix.
Yeah, it’s viable for websites that want to keep ads visible to as much of their audience as possible. BUT, if a user turns off all of the ads with something like AdBlock Plus, these newly rendered ads aren’t gonna get through. So the battle of ad-blocking technology vs. ad-block-breaking technology continues - which sounds vaguely like the makings for a Dr. Seuss story.
Work with Ad-Blocker, Rather Than Against It
Advertising is like (nearly) everything else in that it’s
But with online advertising in particular, the rate of evolution is exponential. What’s working one week may be obsolete the next. And it’s clear that intrusive, showy, repetitive ads are no longer effective. They are the first to be blocked.
It’s also clear that, although the evolution of online advertising has been swift and unforgiving, there’s one thing that has remained ever strong. Engaging, valuable, worthwhile content.
The sort with which ad-blocking technology has no beef.
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